DatVietVAC chairman Dinh Ba Thanh: “Developing a cultural economy will make Vietnam a powerful country in the next decade”

A nation that loses its homeland can still preserve its culture. But a nation whose culture is eroded will lose everything.

In Vietnam today, General Secretary To Lam has shown a keen interest in and strong support for the development of cultural industries and the role of data in the creative cultural economy. He recognises that “it is a resource, becoming an important means of production” in Vietnam’s new economic era.

If Vietnam focuses solely on building a commercial economy, it will grow, but it is unlikely to rank among the world’s top 10 economies. However, the country already possesses well-established strengths in the creative cultural economy—spanning performing arts, music, events, fairs, festivals, handicrafts, and cuisine.

For this reason, I firmly believe that developing a Creative Cultural Economy is not only the fastest but also the only viable path for Vietnam to become a global powerhouse in the next decade.

DatVietVAC has been highly successful in both adapting copyrighted international formats and creating original content rooted in Vietnamese identity. How have you and the leadership team at DatVietVAC remained open to change and new trends?

Everything evolves, but one thing remains constant—change itself. “First with Charisma”—leading with charisma—has always been the driving force behind DatVietVAC’s legacy and continuous transformation.

When it comes to creativity, we approach it in two distinct ways. The first is creative adaptation—building upon existing concepts, refining them, and tailoring them to align with local culture. The second is true innovation—developing entirely original ideas, pioneering new paths, and creating something that has never been done before.

DatVietVAC has long been a market leader in producing internationally licensed formats—such as 2 Days 1 Night Vietnam, Rap Viet, Who Is That Person?, Sticky Rice, Whole Rice, 7 Years of Unmarried Marriage, and Will We Break Up?—but, to be frank, we do not take immense pride in this success. These are, after all, adaptations. Our real ambition lies in original Vietnamese programming, and we are at a turning point in achieving that, as seen in Anh Trai “Say Hi”—soon to be followed by Em Xinh “Say Hi”. This is just the beginning.

The extraordinary success of Anh Trai “Say Hi” stems from its ability to tap into a deeply embedded, unspoken desire within Vietnamese society—the yearning for national pride, embodied in a new generation that is talented, unrestrained, humble, and open-minded. Each song from the show has seamlessly become part of everyday life, memorised by heart in schools, supermarkets, restaurants, and taxis. Why? Because this is a story of the Vietnamese people, for the Vietnamese people, and because of the Vietnamese people.

To achieve this, DatVietVAC has built a dedicated strategy and development department, with over 100 members analysing trends and audience preferences to create winning formulas for television series, entertainment shows, and new media models.

Anh Trai “Say Hi” became a phenomenon organically, striking a chord across generations—from seven-year-olds to seventy-year-olds. No promotional push was needed. The waves of admiration, national pride, and celebration of beauty and patriotism spread naturally, aligning seamlessly with the seven key attributes of DatVietVAC’s content and services: World-class – Tech-savvy – Breakthrough – Cosmopolitan – Fresh & Original – Simple yet Sophisticated – Solid yet Fluid.

Now, DatVietVAC is preparing to expand onto the international stage. Anh Trai “Say Hi” has attracted demand from audiences in China and across Southeast Asia, who are eager to see it introduced into their own cultural landscapes.

At its core, DatVietVAC is committed to being an organisation that breathes Innovation and Integrity.

With the growing number of reality television entertainment programmes produced both domestically and internationally, many viewers feel that the quality is declining, catering to mass appeal rather than artistic merit. What is your perspective on this?

This perception may not be entirely accurate, as Vietnamese audiences have a profound and discerning cultural sensibility. There is an inherent filter in place—programmes that lack quality will naturally fade away. Recognising this, DatVietVAC has chosen to focus solely on blockbuster productions, ensuring the creation of a sustainable value chain and the strategic exploitation of intellectual property. Instead of producing 20 to 25 programmes annually, we have refined our approach, concentrating on just seven high-quality productions each year.

It is often said that experiences shape us. What are the key experiences that have influenced your success in both work and life?

I have never considered myself a successful person. The more I engage with the world, the more I recognise my own shortcomings. I have always strived to keep an open mind, welcoming new knowledge, even when it comes from opposing perspectives.

During a recent lunch conversation with Mr Adel al-Jubeir, Saudi Arabia’s Foreign Minister, he shared that the kingdom’s vision for 2030 is strikingly simple: to be recognised as a normal country, with normal people and a normal way of life.

A great friend of mine, Hong Kong billionaire Ronnie Chan, Chairman of Hang Lung Group HKK, once remarked, “I used to think I was rich, but the more I see, the poorer I feel. I am very poor.”

Reflecting on my 30-year journey in the industry, I have stumbled many times, yet each setback has ultimately strengthened my resolve. The opportunities are always there—I simply continue moving forward.

I recall the first investor in DatVietVAC 30 years ago, the CEO of Meitsu Japan, who once told me he believed in DatVietVAC because I pursued perfection, obsessing over excellence rather than financial gain. He said, “Focus on the work, and in the end, the money will follow.”

I consider myself fortunate, and with that privilege comes responsibility. I do not allow myself to think solely of personal success. My greatest assets are my partners and my unwavering belief in DatVietVAC, reinforced by an employee stock ownership plan (ESOP) of 50 million shares, valued at over 1,200 billion VND. My guiding principle has always been: the more you give, the more you receive.

Tatler Asia's Most Influential is a prestigious list celebrating individuals shaping the world today. The feature highlights the region’s most visionary minds, industry titans, and leaders making a lasting impact in Asia and beyond. See the full list here.

Tatler Vietnam – Nhà Tập Tinh Hoa will officially honour the individuals featured in Asia’s Most Influential: Vietnam 2024 at the Tatler Vietnam Launch – Enter A New Kingdom on 4 December 2024.

Credits

CEO & Managing Director: Hami Tran

Editor-in-Chief: Nikita Chu

Art Director: Andy Tran

Managing Editor: Sade Ho

Photographer: Viet Thanh

Make-up Artist: AMA Academy

Producer: nakhoi

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